Directed by award-winning Malaysian director Yasmin Ahmad, famed for her iconic, socially aware films for Petronas, the film series was launched in conjunction with the National Family Celebrations in the city-state.
Commissioned by Ministry of Community Development, Youth and Sports (MCYS) the series was reportedly made with a budget of S$2 million (US$1.5 million). It follows the story of a single father who suffers hardships to provide a happy childhood for his daughter.
In keeping with Ahmad’s traditions for sentimental filmmaking, the ad finishes with the line: My father was a generous man beyond his means. But the greatest gift he ever gave was the gift of love.
Ahmad, who is also the executivecreative director of Leo Burnett Malaysia, was approached by Singaporean agency Asatsu-DK, which handles the MCYS account, to direct the film.
The spot is supported by the website Thinkfamily.org and is viewable on YouTube.
City-state mini-film about family values
SINGAPORE - A father-daughter relationship is at the centre of a TV campaign by the Singaporean Government to promote family values.
